Content is king!

Content is King.  We've heard that before but now more than ever the power of content marketing is the biggest opportunity for businesses to embrace. But why aren’t more small businesses embracing this free marketing opportunity?
 
Because like all things – there is no such thing as a free lunch!
 
Content marketing can be a challenge for owner-managed businesses.  It takes time, resource, and a lot of creativity when considering a content plan - content that persuades and engages is very different to sales-led copy. The knowledge and insight of where to place copy is another significant challenge.
 
How to bring content marketing into your business:

1. Asset immersion: immerse yourself in the asset you are looking to promote and talk about. Get under the skin and really understand the product, its purpose, how customers will use the product/service, the benefits to them, the pain points it solves and the future opportunities it provides.
2. Who is your audience: what do they listen to and what do they read? Are they active on Linked In and part of your network or are they active on other groups and networks – you need to join those groups and deliver your content to them. Participate in the community that your audience is in.
3. Tailor your approach: most do not want to be sold to directly; they like to make a decision themselves. Some are looking for solutions to their problems, however, others may not know they have a problem that needs to be solved - so how you speak with these two customers differs.  The first needs to be able to easily find the solution and when reading your content ‘believe’ in you and your business' ability to deliver.  The second needs to be influenced and educated about what the problems could be and engaged so they look into their business and see how your solutions and service can help them.
4. Pick your platform:  now tell the story through a variety of content marketing initiatives. Blogs, white papers, thought leadership articles, and influencer writing are key opportunities. Use social media, such as Linked In and Twitter as well as your own website to deliver the content online. Videos and infographics are also a great way to explain the product/service and the benefits to customers.

 
Content marketing is a strategic marketing function that improves sales conversions as it allows you to connect with and educate your audience. It aims to engage, influence, educate and inspire customers.

Content marketing can:

• Build brand awareness: good content marketing will stimulate interest in your product or service without a hard sell.  
• Engage with your customer: it works because it creates more loyalty from your customers and can develop lasting relationships.
• Drives sales and traffic to your website: subtly encourage customers to buy from you.
• Reduce costs:  by creating content on ‘free’ social platforms and from owned content advertising spend can be dramatically reduced
• Create credibility: you are showcasing your knowledge to your audience

​If you'd like to find out more about how content marketing activities could help your business, please contact the team at 3-Eight Communications; we'd love to hear from you.